Good content—those words you slaved for hours to write, that video you and your team worked hard to create—is worth sharing. If it’s good enough it gets spread, beyond your control, moving off your website to somewhere foreign. For many, that’s theft or piracy, but for experienced content marketers, it’s super-distribution—an essential part of the end game.

Put another way, digital content lives a life beyond the URL where it was born, one whose boundaries keep getting broader. For publishers still geared towards the far simpler distribution of the past—a model that requires content remain exclusively bound to its original context—this represents a problem. But those publishers need to take note of what’s going on here or risk missing out in a big way.

So, when next you see words you wrote appearing on a site a long way from home, be proud, not annoyed. You’re doing something right.